I had the opportunity to speak this week in front of several richmond business owners and managers. The topic of the talk was around web analytics and online trends. It was my hope to simplify the topic of web analytics into something actionable. To do this, it was necessary to over come the biggest burden faced by web analytics: the over-abundance of metrics and reports. Google Analytics alone gives you access to nearly 300 different metrics and dimensions, wrapped into over 80 different standard reports.